2. Who is Randy Aimone?
⢠U.S. Army Veteran
⢠Small Business Owner
⢠MBA Marketing/Entrepreneurship Pace
University
3. Leading Results Overview
⢠Marketing coaching and consulting
Âť 1:1 Coaching,
Âť Group Marketing Education
Âť Fractional VP of Marketing
⢠Authorized Duct Tape Marketing coaches
⢠Offices in
Cambridge, Philadelphia, Charlotte
⢠Clients around the world
5. Leading Results Core Marketing Mantra
⢠Don't talk about the products you sell; talk
about the problems you solve.
⢠Then talk about the remarkably different way
that I will experience working with you as you
solve those problems.
⢠Be sure you tell me what I get; NOT what you
do. Because I don't have time to figure out if
what I need is what you do.
6. Time-Value of Marketing Tactics
Direct Mail, Advertising or
Marketing Value any periodic tactic
Time
Content Marketing
Marketing Value
content
content
content
content
content
content
Time
12. Marketing is a System
1. Strategy before tactics
2. Fill your marketing hourglass
3. Publish educational content
4. Create a total web presence
5. Use a lead generation trio
6. Make selling a system too
7. Live by the calendar
13. "Strategy without
tactics is the slowest
route to victory. Tactics
without strategy is the
noise before defeatâ
~ Sun Tzu.
14. 1) Strategy before tactics
⢠Narrow your focus
⢠Differentiate and dominate
20. Ask every customer
⢠What would you Google?
⢠What made you decide to hire us?
⢠Whatâs one thing we do better?
⢠What could we do better?
⢠Would you refer us?
21. Ask every customer
⢠What would you Google?
⢠What made you decide to hire us?
⢠Whatâs one thing we do better?
⢠What could we do better?
⢠Would you refer us?
It is VERY hard to differentiate on service
with someone who has not worked with
you
22. What people really buy?
⢠Your unique product/service
⢠Your unique process
⢠Your unique experience
⢠Your unique people
⢠Your unique guarantee
⢠Your unique packaging/delivery
⢠Against a problem
23. What people really buy?
⢠Your unique product/service
⢠Your unique process
⢠Your unique experience
⢠Your unique people
⢠Your unique guarantee
⢠Your unique packaging/delivery
⢠Against a problem
Its not about the products you sell, its
about the problems you solve!
24. Differentiate â Software Selection Firm
ď§ What you do for a living
âWe help eliminate buyerâs remorseâ
ď§ Complimentary statement
âPrecise Advice, at the Precise Momentâ
ď§ Positioning goal/statement
To be recognized as a leading selection boutique and
analysis firm
ď§ Core marketing message (Tag Line)
âLeveling the playing fieldâ
26. The Marketing Hourglass
â˘Social Media
Know â˘Paid Marketing and PR
â˘Referrals
â˘Web site/blog
Like â˘Reception/Staff Interaction
â˘Newsletter
â˘Search
Trust â˘Expert content
â˘References and Testimonials
â˘Webinar
Try â˘Evaluation
â˘Small Offers
â˘Service team
Buy â˘New customer kit
â˘Finance/delivery
â˘Post project survey
Repeat â˘Cross selling
â˘Quarterly events
â˘Results reviews
Refer â˘Partner intros
â˘Peer2peer events
Š Duct Tape Marketing â all rights reserved
27. Filling the gaps â nurturing, product and process
â˘Social Media
Know â˘Paid Marketing and PR
â˘Referrals
â˘Web site/blog
Like â˘Reception
â˘Newsletter
â˘Search
Trust â˘Expert content
â˘Sales presentation
â˘Webinar
Try â˘Evaluation
â˘Nurturing
â˘Service team
Buy â˘New customer kit
â˘Finance/delivery
â˘Post project survey
Repeat â˘Cross selling
â˘Quarterly events
â˘Results reviews
Refer â˘Partner intros
â˘Peer2peer events
Š Duct Tape Marketing â all rights reserved
28. What is Nurture Marketing?
Nurture Marketing is the process of
continually engaging a prospect with offers
based on your unique value, and inviting them
to respond for deeper engagement
29. Steps for Successful Nurture Marketing
⢠Database Segmentation
⢠Thematic Definition
⢠Calendar of Activities
⢠Consistency
34. Where are we? New research shows
that 77% of US adults
use the Internet as an
information source
⢠73% of online users read a blog when shopping locally
⢠57% join social networks for products and
⢠45% have started a blog services.
⢠83% have viewed a video online ~ Kelsey Group
⢠39% subscribe to RSS feeds
⢠36% think more positively about
companies that have blogs
Source: Universal McCann Wave3 research into social media
35. Pillars of a web presence
⢠Listen first
⢠Optimize your web content
⢠Claim real estate
⢠Optimize brand assets
⢠Ratings and reviews
⢠Social media participation
42. Public and Community Relations
⢠Itâs about relationships
⢠Pitch, donât release
⢠Speaking
⢠Expert Status
⢠Monthly touch
⢠Use online press releases
43. Referrals
⢠Be more referable
⢠Target
⢠Educate
⢠Offers
⢠Ask
⢠Follow-up
45. The Marketing Hourglass
â˘Social Media
Know â˘Paid Marketing and PR
â˘Referrals
â˘Web site/blog
Like â˘Reception/Staff Interaction
â˘Newsletter
â˘Search
Trust â˘Expert content
â˘References and Testimonials
â˘Webinar
Try â˘Evaluation
â˘Small Offers
â˘Service team
Buy â˘New customer kit
â˘Finance/delivery
â˘Post project survey
Repeat â˘Cross selling
â˘Quarterly events
â˘Results reviews
Refer â˘Partner intros
â˘Peer2peer events
Š Duct Tape Marketing â all rights reserved
46. The product/service mix strategy
⢠What is your free or trial offering?
⢠What is your starter offering?
⢠What is your âmake it easy to switchâ offering?
⢠What is your core offering?
⢠What are your add-ons to increase value?
⢠What is your âmembers onlyâ offering?
⢠What are your strategic partner pairings?
47. Lead Conversion
⢠Discovery â Next step
⢠Presentation â Seminar
⢠Monthly touches
⢠Transaction â Same experience
52. How to ContinueâŚ
⢠How to win a copy of these
slides
⢠How to set a firm foundation
for your firmâs marketing
53. We help small businesses stop wasting money on marketing
Thank You & Questions
Contact Us
Web: www.leadingresults.com
Email: Raimone@LeadingResults.com
Phone: 617.299.0646
Twitter: @LeadingResults
facebook.comleadingresults
Editor's Notes
Here is our definition of nurture marketing. The Blue words need some definition, so lets cover that next.
So now I have ideas for my tactics, how do I manage all that I want to do? A marketing calendar that you live by. Letâs take a look at this one for the gardening company. We put the dates on the side and the general tactics on the top. All you have to do is pick a date each moth for one tactic. So here we have start with the newsletter. In the newsletter you talk about your theme and the other things we suggested, but also make sure to let them know about your upcoming webinar on the same theme. The next month is your webinar on the theme, next month tele-nuture with an offer around theme and finally the last month is an email blast with a special offer.
Catalyst: 12 group sessions, with 1 on 1 coaching after each session to personalize the lesson into your business.Until I get on a plane Wednesday at 3:~1499 without 1 on 1 guidance â Save $600~$2199 with 1 on 1 guidance âSave $800